PDF Download How Brands Grow: What Marketers Don't Know
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How Brands Grow: What Marketers Don't Know
PDF Download How Brands Grow: What Marketers Don't Know
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Product details
Hardcover: 228 pages
Publisher: Oxford University Press; 1 edition (April 12, 2010)
Language: English
ISBN-10: 9780195573565
ISBN-13: 978-0195573565
ASIN: 0195573560
Product Dimensions:
9.1 x 0.9 x 6.4 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
56 customer reviews
Amazon Best Sellers Rank:
#34,501 in Books (See Top 100 in Books)
I was skeptical of this book, and put off reading for sometime. My reason was that although acquisition and penetration seems to be at the core of the message, as big brands having a slight edge on retention than smaller ones (I saw some youtube's by professor Sharp), the book is not available in Kindle. Anybody writing a book and really wanting to acquire bunch of new audience probably shouldn't say no to a channel that controls 70-80% of the e-reader market. I tweeted to prof Sharp and he had his reasons, mostly centered around the formatting of the book being harder on Kindle, which might be the case ( Although I believe Amazon is way too advanced for not formatting charts and tables correctly, and I have self published my daughters poems, it was very easy).Moving on beyond why I didn't read the book early on. I think this book is absolutely fantastic read. It is written in a matter of fact way, with data points for every argument it makes. It was recommended by Dr. Fader (Wharton School) , after I asked him a certain question, and I had to change my mind and actually read it. He was spot on. Lot of the findings in the book are very close to what I have seen in practical data. If you are in midst of digital advertising revolution and working on a relatively smaller brand this book will clear your head on some misconceptions or lets say popular notions of brand building and may give you new ideas on how to go about it. I rather not summarize the book in my review, but I think the book gives the reader different ideas on the few questions such as retention vs acquisition, understanding the relation ship of cross selling to customer base, how much to sweat on retention and defection, focusing and trying to acquire a certain customer segment relative to brand size.In short, I would say whether you agree with the book or not, it is a must read.
This book has changed the way I see my profession and judge my ideas. I've been in the marketing/advertising industry for over 15 years and had a hard time swallowing the hard truths contained here. But it was nevertheless extremely helpful and eye opening. I'm glad I came across this book after reading so much non sense, such as Love Marks, etc.
4 stars because the book takes a while setting up its major points. If you could just buy the last two chapters, that would be worth it. Also, the narration on the audio book is super robotic.
Amazing book that will challenge everything you know about effective marketing and market research and get you to rethink some tried and true principles.
Really useful and well-written, based on actual research instead of gut feelings. Learned a lot about both building a brand and marketing for brands.
This is a book that legitimately answers questions that marketers have (or should have) had for years. I have bought copies for a ton of people and continue to do so.
Exactly what I needed. Price was right. Delivered quickly.
Though I don't concur with all the book's conclusions and implications, Sharp and his colleagues question much of our standard thinking about marketing. Most importantly, it challenges us to apply scientific principles to marketing and marketing research.
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